Marketing for Service Quality in Jordanian Construction Project Organisation

Abstract

This paper is based on the findings of in-depth face-to-face semi-structured interviews with owners, directors and senior managers of fifteen contractors organisation in Jordan. The objective of this paper is to explore the marketing concept, cost and activities within the contractors’ organisation in the Jordanian construction industry. The results indicated that marketing function has not been accepted as legitimate management activities in the Jordanian construction organisations. Furthermore, the majority of companies (85% of respondents) consider marketing cost as a wasting of money since most projects were awarded to the lowest price offer. More than 85% (13 out of 15) of the interviewed contractors indicated that they do not have marketing departments or divisions in their companies. Only 13% of contracting companies (2 out of 15) have a separate marketing division with a few staff and little budget. The result also indicated that there is much confusion among contractors on the definition of the marketing concepts and its purpose.

Key Wards (Marketing, Service Quality, Marketing Orientation, Differentiation, Marketing Mix)